It’s no secret: video is the flavor of the month in the world of marketing and communications. Take a look at web traffic and bandwidth usage and you’ll find where interests lie: more and more of us are watching our content as opposed to reading it (except this article – which you should continue to read).

If you run a business, non-profit, or even government entity, you’ve probably had someone tell you, “We need to do video!”

But, jumping in head first without considering your overall strategy is the wrong approach.

When setting aside bandwidth metrics and consumer habits and blocking out the noise of the video-obsessed, how do you know if now is the right time to press record?

Think of video as a tool, not a checkbox. Part of the reason I enjoy working at NP Strategy over a typical, standalone video production house is that we take the time to examine each client’s situation to determine the best course of action to move toward their goal. In some cases, video may not be the right step to take at that particular time. A trustworthy video production manager should be honest with you and acknowledge when video may not be the best strategy, while also explaining where it has a place in future plans and projects.

NP Strategy has the knowledge and expertise to guide you on your video production journey, but what If you’re going it alone? Here are some simple tips for making the determination on whether it’s time to go to video:

Know your why. What is the goal of this proposed video, and can it be done better or more efficiently in a different format, like a press release, social media campaign, or something else?

Consider the demands of your organization, and the goals you want to accomplish. How would a video help you reach these?

Remember your audience. Who are you trying to reach with this video? Is this the best way to speak to them?

If your video can be used to achieve or excel an existing or targeted communications strategy, then it is likely a worthwhile investment.

I’ll leave you with one final reminder: whether it’s content you create on your own, or something more significant that requires experts like NP Strategy to film and produce, don’t do video just to do it. A video with no purpose or strategy to reinforce it is oftentimes just noise, and we all deal with enough of that already.

So be strategic—and when in doubt, we’re here to help.

We are surrounded by an ocean of technology and social media. Every day we tap away on our iPhones or scroll through our Microsoft Outlook accounts trying to find new and creative ways to cultivate and obtain new business.

Some resort to consulting the Yellow Pages—are those even in production anymore?

Pursuing new business clients isn’t easy work, so we often option to the quickest forms of communication. If you aren’t looking back at the contacts you have already made but failed to reach out to after your first meeting, you may be leaving potential business on the shelf. There may be some low hanging fruit out there that doesn’t exist at your next “Paint Your Own Flower Pot” cocktail hour.

Here is an idea that is not often thrown around at lot, perhaps because it doesn’t fit in the 240-character limit on Twitter, or it doesn’t allow for a catchy meme on Facebook. Try opening up your phone and simply looking at your contact list.

Do you have a stack of dusty business cards sitting on your desk? Utilize what you already have by making a list of all the individuals you have had business meetings with. Go through your phone and find those individuals you had coffee with a year ago, but have yet to touch base with. People are more likely to do business with those whom they already know or have a relationship with.

Once you have curated this list, put it into action by making contact with the individuals listed. Set up as many business meetings as you can. Before you go, or even make the phone call (yes I said phone call, not a text), make sure you know what you are asking. Do some research on the company or person you are going to speak with, know what they might want, and be prepared to answer questions about you or your agency.

Some of these meetings may not produce the outcomes you want. But, like they say in dating, you never know what is out there until you try! Even if the meeting or follow-up doesn’t go as planned, this activity will improve your business outreach, increase your name recognition, improve your social skills, and perhaps yield business later on down the road. Remember, we are playing for long-term success, not instant gratification.

Nothing can take the place of a well-executed in-person business meeting. If you procrastinate or wait for Elon Musk to solve this issue, you will be bankrupt or out of the job by the time the next season of Dancing with the Stars begins.

At the very least, you get to catch up with an old friend or colleague.

And, don’t forget to write a follow-up thank you message—preferably handwritten, and mailed. For those of you with the “WOW” face right now, yes, the Postal Service does indeed still exist.

Happy hunting.

As the classic playground game goes: red light means stop, yellow light means maybe and green light means GO. What does the playground game mean when you are planning an event in 2022? It means events are back in person and while that may seem like a green light, you must also plan for those red and yellow light moments.

At NP Strategy we take a strategic approach to planning and executing an event. Whether the event is on a small scale or 500 attendees, we assist in the development of a budget, schedule, attendee list, reservations, event branding, videography and more.

NPS recently assisted a client whose brand is well known in part because of the highly coveted invitation they send out for their annual conference. Due to COVID, a conference had not been held since2019. The client wanted the first in person event to be bigger and better than ever before, while still acknowledging that technically the pandemic was still occurring. Here are three things we did to strategically plan for the event:

1)Created paperless options. Instead of attendees grabbing itineraries and conference materials, a QR code was placed on the back of each name tag. This allowed attendees to simply scan the code and see what was up next, who the speaker was, and the location of each event. The QR-codes were also placed on signs throughout the resort so that it was easy to access.

2)Utilized color-coded stickers. At check in, each attendee was asked a simple but fun question: do you want a green sticker, which meant you are comfortable with “hugs and handshakes,” a yellow sticker, which meant you prefer an “elbow bump,” or a red sticker, which meant “no touching and I would prefer you stay back.” People quickly took to our red light, green light sticker system and placed the sticker on their nametags that best represented how they felt. This was the perfect way to avoid awkwardness during networking events and opened up time for conversation.

3)Provided free access to COVID tests. If an attendee started to feel ill or simply wanted to be on the safe side before returning home, rapid tests were provided at no cost. This reassured guests that were mingling and sitting next to others that everyone was healthy and ready to participate in the events.

Post-COVID life will continue to evolve and change as we move further away from 2020. It is crucial that as we adjust, we are strategic in our planning so that events are well attended and more successful than ever before.

Today’s media scape is constantly evolving, and how we share news must evolve along with it. Whether it’s a success story, product announcement, or something else, there is no “one size fits all” when it comes to pitching today’s media world. It’s why now more than ever, media engagement should be carefully crafted to decide the best course of action to bring that news public.

Press Releases

There’s no question why many clients ask for a press release when there is news to share–it’s the traditional format of exchanging information with the media. It started in 1906, when Ivy Lee’s agency was working for the Pennsylvania Railroad at the time of a crash. Up to that point, there was no other option than to wait and see how journalists would respond and what the story might look like. Instead, Lee was the first ever to write up a press release, detailing the accident from the perspective of the railroad. More than 100 years later, we’re still following the same format to share brand and company stories.

The press release is tried and true, and it often is one of the best ways to share information with the press. However, just because you can put out a press release doesn’t always mean you should.

Digital Assets

Some stories require more tailored elements to best display its news-worthiness. Take, for example, an event that is not scheduled at a convenient time for journalists to attend, or is a far drive from the nearest news outlet. Sometimes there are elements outside of your control that would cause the event invitation press release to flop and result in no notable coverage. It is instances like these that require creative attention.

A digital media kit is an easy way to secure news coverage. Filled with useful broadcast content like one-on-one interviews stacked with questions and answers you want heard, b-roll (footage of the event that provides a sense of setting), and other convenient assets like interview transcripts for easy story writing and audio files for quick placement in both broadcast TV and radio outlets.

It’s delivered on a silver platter and is easy for broadcast outlets and reporters to pull and use on-air, online or on social media. It gives broadcast reporters the feel of attending an event, without the logistical nightmare. Plus, it allows the brand or company to control the message since they decide exactly what goes into the kit, and through that decision they are further shaping what the story will look like.

Social Media

Today’s journalists have no shortage of story inspiration. Social media has made it possible for anyone to have a platform, and the thoughts, ideas and stories shared on the web are ripe for the picking. Many brands utilize their social platforms to share news from a press release or amplify coverage, but the usefulness of social media shouldn’t stop there.

Say, for example, a company or brand is adding new members to its team or executive board. In large media markets with a lot of competition, it is likely that only a press release including well-known, noteworthy names would get coverage. Instead of sending out the press release and letting it flop, or skipping over the opportunity altogether, consider joining the masses sharing their stories on social media. Instead of a press release, maybe the news is shared via short interview clips with the new hires, allowing them to share their story in their own voice. Not only does that give these new members a platform while getting the news out, it serves double duty by displaying a company culture of employee appreciation and inclusion.

Just because you have news to share doesn’t always mean that a press release is the best approach. Before hitting send, consider: Is there a better way to share this news?

Women’s History Month is not just about acknowledging the achievements of women who came before us. It is about making note of the women we surround ourselves with who are making history today.

The days of all women being placed in boxes of just childrearing or homemaking are gone as women themselves continuously burst through each ceiling placed above them. The women we traditionally celebrate throughout Women’s History Month are merely the spark of the modern day woman: one made of strength, grit and passion for building and excelling in all aspects of her life—professionally, personally and more.

An attribute of the female power network that never fails to disappoint, surprise, and most importantly, empower me is the success that spurs from women supporting women.

I have worked nearly my entire career until joining NP Strategy in male dominated industries like journalism and politics and rarely had a female boss. Due to those early years, I typically built relationships with male mentors and never understood the importance of honing in on those female leaders until later in my career.

Madeline Albright might have the most famous quote on this subject but I’ve always liked Gloria Vanderbilt’s take the best, “I always believed that one woman’s success can only help another woman’s success.” I truly believe this.

And men, don’t stop reading now. This dialogue is almost more important for you than it is for the women reading this today.

In my role working with clients at every level of the corporate ladder and managing internal relationships across a female dominated firm, I have to be incredibly cognizant of the behavior around me and the performance I exude. Here are a few tactics I recommend we all consider when working with our team members to build a supportive and cohesive environment in our workplace:

1) Fully commit to the understanding that your colleagues’ achievements can assist in your long-term success. I have personally experienced or watched colleagues worry about the success of a partner or colleague to the detriment of their own efforts. It shouldn’t work that way. You can always learn from your friends, colleagues and family members and being able to see success in action will only help you in achieving your own goals.

2) Don’t just say you support women—put in the work to back it up. There are many instances in which women in leadership preach about their interest in seeing other female leaders, or promote their organization’s efforts in hiring female employees. However, when it comes time to share opportunities or work with other females on their individual success, it turns into a game involving egos and a lack of interest in moving the ball forward on a larger scale. Voicing your commitment to DEI is not enough. Implement support at every step of leadership.

3) Use your time and energy in building up the next generation. I have heard, and admittedly been part of, conversations about the work ethic of the next generation and the differences in what we’ve seen in generations before us. Without teaching and spending time with these young people and displaying the work ethic and professional behaviors we expect, we are effectively setting them up to fail. Help them understand the importance of work-life balance while reminding them the importance of deadlines.

With the ongoing growth of women leaders from Lou Kennedy at Nephron Pharmaceuticals to Vice President Kamala Harris, women are the future of business and politics. We can do the job just like men, if not better, with high heels on and a dinner to cook for two kids and a spouse at home. If we all work together to achieve each other’s successes, our potential is great but our accomplishments will be greater.